21 South Street Brand Identity
CREATIVE Direction
Brand creation
Collateral Design
Website Design
21 South Street had outgrown its brand identity and felt the brand no longer represented the success and nurturing services of the practice and its founder Michael Philip Green. 21SS felt like they just needed a website, but doing that felt like a misrepresentation of the business and its beautiful offerings.
Taking a modern and timeless approach 21 South Street brand identity focuses on an impactful digital presence with a calming aura that represents the enriching experience across the brand and the whole essence of 21 South Street.
Brand identity
The brand’s original logo creates synergy and a modern aesthetic combined with a balance of heritage and charm.
Working closely with Michael Green, I created a brand story that was modern and unique but simultaneously warm and welcoming giving 21 South Street a high-end appeal to stand out in a saturated market and connect with their audience to know that 21SS is a safe and secure space.
Digital presence
21 South Street’s new website elevates the brand to inspire and create a safe space to connect with their audience. Referencing the building’s unique atmosphere our design celebrated the simplicity, elegance and calming aura that spreads across the experience of working with 21 South Street. I wanted this to be reflective on all parts of the brand by creating a distinctive identity and online presence that dominates the industry and aligns with their audience on a deeper level.
The website design creates a balance between modern and traditional through design elements creating a digital presence that is trustworthy, established and welcoming. The strategy creates an information first approach, with large panels, informative clean space and a balance of block colours to engage with the visitor on all devices from desktop, tablet and mobile.
Pairing the new website with clean typefaces, fresh videography and photography I was able to elevate their brand. The confident colour palette instantly feels warm, welcoming and established. Using the darker accents with the primary colour creates contrast and represents a high-end brand identity.
